Design of the Year 2016
Samsung AddWash
Show info
Designer
Samsung Electronics Pte Ltd
Product Innovation Team - Singapore (SEA + Oceania)
Ken Ding
Adam Wishney
Jane Tang
Wong Kok Keong
Digital Appliance Strategy Planning Sales and Marketing South Korea
Ina Chae
Segi Chon
DA Advance R and D
Dongyoung Kim (S. Korea)
DA R and D
Hankyu Choi (S. Korea)
DA Design
Dong Won Chun (S. Korea)

“ Our customers are at the heart of our

business. Understanding the evolving

needs and wants of consumers is

fundamental to our design process.

It fuels our ability to create thoughtful

innovations that enhance their daily lives.”

Samsung's AddWash feature is the world's first distinctive access door on front-load washing machines that allows users to add items during a wash cycle without opening the main door. Typically, this is not possible in front-loading machines as the door locks once the cycle has begun. By creating a second door that can be opened throughout the washing process, users can intervene at any time to add fabric conditioner, extra cleaning agents or other pieces of laundry.

ABOUT THE DESIGNER

"Our customers are at the heart of our business. Understanding the evolving needs and wants of customers is fundamental to our design process. It fuels our ability to create thoughtful innovations that enhance their daily lives."

Samsung Electronics is a global leader in technology. It is transforming the world of consumer electronics, spanning televisions and digital appliances to smartphones and computers. With an aspiration to create new technologies that inspire the world, the company operates more than 30 research and development innovation centres internationally.

JURY CITATION

AddWash is an innovative feature in a range of Samsung front-load washing machines. It enables users to add articles of clothing mid-cycle via a secondary door within the main one - a convenient advantage that, until now, has been limited to top-load washers.

Based on a seemingly simple insight gleaned from customer research, the design team at Samsung Consumer Insight Group successfully exploited a common customer pain-point that has long been overlooked. The result is a product feature that has effectively engendered a new category in washing machines that has the potential to sway buyers towards front-load washers. In addition to the advantage of using less water while providing superior wash quality, from a commercial perspective, this design innovation will result in better margins for Samsung, proving, once again, the aphorism that good design is good business.

This is an exemplary case of how insights generated from an astute observation of Southeast Asian domestic habits were used to create an innovation that has global application and commercial relevance.

NOMINATOR CITATION

Irene Ng
Vice President Marketing
Samsung Asia Pte Ltd

The product is a world's first in terms of innovation and design. Its design is based on deep consumer insights gathered from across all of Samsung's Southeast Asian markets. Clearly differentiated with a unique selling point, the product has been very well-received in South Korea since its launch last December.

The AddWash is nominated for Design of the Year because it offers a unique design and innovation that enhances the user experience in front-load washers. It is a synthesis of in-depth consumer insights in Southeast Asia and globally, intuitive ergonomics, and thoughtful design that streamlines the assembly and manufacturing process.

AddWash also addresses the desire among regional Southeast Asian consumers to interact with the laundry process, as well as the broader global frustration with front-loading washing machines. By having a second door that can be opened during the washing process, the consumer can intervene at any time to add fabric conditioner or extra cleaning agents, as well as overlooked items of laundry. The design includes a child safety feature, which prevents the drum from rotating whenever the door is opened.